Branded Card Programs Shouldn’t Be a Cost Center. Done Right, They Drive ROI

In today’s competitive landscape, branded card programs are proving to be powerful strategic assets - not merely operational expenses. When executed with intention, these programs accelerate growth by generating new revenue, fostering customer loyalty, and delivering valuable data insights.

Measurable ROI: Lending as a Benchmark

While data on card programs is less abundant, comparable segments like embedded lending provide insights. For example, Shopify Capital saw merchants who accessed financing grow their sales by 36% over six months, leading to a platform-wide rise in Gross Merchandise Volume (GMV) (Shopify). Given the structural parallels with embedded payments and cards, this suggests strong upside potential.

Customer Loyalty & Retention Upside

The stickiness of embedded finance is well documented. Platforms offering integrated services - such as wallets, lending, or branded cards - typically experience higher customer retention and reduced churn. Industry sources show that proximity to financial functions makes platforms significantly more “sticky,” with businesses offering embedded finance demonstrably outperforming those that don’t. Bain & Company confirms that ‘embedded finance enables customers to have a new type of relationship with financial providers’ in their recent report (Bain & Company).

Efficiency and Cost Savings

Implementing embedded card and wearable solutions can streamline financial flows and tear down fragmented cost structures. Rather than relying on multiple external payment providers, a brand-owned embedded card system allows for better margin control, loyalty alignment, and customer relationship ownership.

Final Take

Branded card programs, when embedded within an owned ecosystem, can be powerful ROI drivers. They're not just transactional tools - they’re engines for revenue, retention, and insight. As the embedded finance trend accelerates, brands that move quickly unlock competitive advantages in both loyalty and financial performance.